Concept Objective:• Be noticed as a kid’s wear shopping destination.

• Garner visibility for our enhanced portfolio through a kid’s fashion show.

• Register the kids brands, make a connect with Parents & Children to Involve them further with Pantaloons.

• Achieve growth in the sales of kids offering , by actively involving consumers & creating an experience which will give top of the mind recall for long.

• Stronger, wider play in the kid’s wear segment spanning 0 – 15 years

Pantaloons Junior Fashion Icon

• What is PJFI?

• An open platform for kids to showcase their Fashion quotient. It is aimed to give a huge

exposure to Pantaloons Brand and create a personal connect with our consumers

Competition for Kids in 3 different age groups• 4- 7 years• 7- 11 years• 11- 15 years

• Duration• Registrations for 3 Weeks.

• Call for entries• In-store activation• Activations at schools• Activations at societies• Activations at Dance Academies & other BTL Tie Ups

• Zones to be divided in Clusters for Auditions.. • Registrations to be held in all the Stores falling in Clusters for 3 weeks to tap

in Maximum entries for the contest.• 5 Clusters to be mapped per zone.

Registrations

•Kids to be divided in 3 Categories as per Age group . •Auditions to be done in select stores in each cluster. •Zone to decide in which Centers auditions are to be held in case of multiple stores in a city.•Selected 60 Kids (10 boys & 10 Girls in each age group) to be contesting in regional Finale.

Auditions (Cluster Wise)

• Finalist from all clusters of the zone to be called to the Metro city.• Regional Finale to happen in Four Major Cities i.e. Mumbai , Delhi ,

Kolkata , Bangalore. • It will be an open event to be held at a prominent Mall atrium where

Pantaloons is present. • Media buzz to be created around the same • Winners from each age group per cluster will be given for the title

Regional Finale

Flow Of the Event

Tools to Reach Customers

Tools to

reach custom

ers

BTLCommunication

ATL (select Markets)

In store Communicatio

n

Online & SOCIAL MEDIA

Buzz

Mall Branding

SMS & Emails to the Base

SMS BLAST

• DURATION- To inform start of Call for Entries – A day before & a day after .- To inform End of Call for Entries – A day before & a day after. - To communicate Regional Finale in the Zones

• OBJECTIVE- To create awareness about Pantaloons Junior Fashion Icon - To extend the communication to a wider audience

• PREFERENCE- All the Shopper & Plain Payback base shopping with

a trend of shopping for Kids. - Local Customers situated in the store location

BRANDING @ BTL PARTNERS

• PREFERENCE- Multiplexes - Restaurants & Hangouts - Salons & Spa .

• DURATION- A day before Start of Call for Entries , till end of the Activity.

• OBJECTIVE- To create awareness and excitement about PJFI to immediate catchment , Capturing

eyeballs @ the BTL Partners • To tap in Visibility with mall partners which are in Complimentary business like , food ,

entertainment , Grocery etc.

• Collaterals:• Standee, Tent Cards , Leaflet distribution etc to be placed across .

Online Promotion

• OBJECTIVE- To create a Buzz around PJFI- To make our Online base participate & hence turn up to the

stores.

• CONCEPT- Basically for promotional purpose, will reach customers , also can excite customers to

pay a visit @ the store once they are made aware of the Contest.

• PREFERENCE- Pantaloons Website - Social website: twitter, facebook, LinkedIn etc.

In store Communication

• DURATION⁻ Start of the call for Entries – till Regional Finale.

• OBJECTIVE- To create Visibility across store & take maximum registrations possible.

• CONCEPTVM collaterals to talk about PJFI & CSD & Cash tills to have signage encouraging

customers to register their kids for same.

Mall Branding

• PREFERENCEOne or Two prominent Sites in every mall to communicate

about PJFI.

• OBJECTIVE- To create awareness to masses- To enhance visibility of PJFI property & hence creating

excitement to initiate walk ins .

North West South East

Audition Clusters

No. Of Audition centers

Audition Clusters

No. Of Audition centres

Audition Clusters

No. Of Audition centers

Audition Clusters

No. Of Audition centers

Delhi NCR 3 Mumbai 3 Banglore 2 Kolkata 3

Lucknow 1 Pune 2 Hyderabad 2 Ranchi 1

Allahabad 1 Ahmadabad 1 Chennai 2 Guwahati 1

Chandigarh 1 Nagpur 1 Vizag 1 Bhubhneshwar 1

Bhopal 1 Baroda 1 Mangalore 1 Patna 1

Total 7 Total 8 Total 8 Total 7

Registrations will be taken in 21 stores.

Registrations will be taken in 24 stores

Registrations will be taken in 20 stores

Registrations will be taken in 15 stores

Regional Finale - Delhi Regional Finale - Mumbai Regional Finale - Bangalore Regional Finale – Kolkata

Schedule

Schedule

Activities Dates

Call for Entry Starts 8th April 15

Call for Entry Ends 26th April 15

Short listing Tele calling & Informing Candidates 27th & 28th April 15

Auditions 29th -30th April 15 & 1st-2nd May 15

Zones to confirm upon the audition schedules in the audition centers between 4 dates mentioned above

Thank You